Chief Marketer Staff
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Agencies
Measuring the Loyalty Effect
ONE OF THE best books I’ve ever read on the subject of customer retention is “The Loyalty Effect” by Frederick F. Reichheld (Harvard Business School Press).Many
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Agencies
No Two Alike
PRINT TECHNOLOGY has allowed direct marketers to edge closer to the ideal of one-to-one marketing. Leading the charge is on-demand printing, which enables
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Agencies
Hey, What Ya Wanna Know?
THE PRIVACY PUNDITS are whining about direct marketers in general-and database marketers in particular-having too much of the public’s personal information
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Agencies
SHOW AND TELL
THE CONCEPT OF giving consumers “access” to their personal data-allowing them to see, and if necessary correct, information marketers possess about them-seems
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Agencies
DRTV-Blocking V-Chip Zapped
THE DRTV and advertising industries applauded the Consumer Electronics Manufacturers Association’s (CEMA’s) decision to drop plans to endorse V-chips
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Agencies
Cable TV Viewers
SINCE ITS June 1948 invention in Mahanoy City, PA, cable TV (then called community antenna television) has made it into 58.5% of all U.S. households,
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Agencies
Tracking May Avoid Customer Defection
IT’S POSSIBLE FOR a company to show increases in both revenue and its customer base and still have a poor retention program.That’s the opinion of Carla
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Agencies
Chugging Along
Jim Page doesn’t think much about the breakfast table these days. Page is the ringleader for Dean Food Co.’s $13 million rollout of Milk Chug, resealable
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Agencies
Not at Your Service
THIS IS THE fifth year we’ve done an informal accounting of service standards in the consumer catalog industry. In the past, we generally reviewed about